Keywords: Product performance
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Journal Articles

Knowing where your brand is positioned: How comparative assessment can improve understanding of product performance

Journal: Strategic Direction
Strategic Direction (2020) 36 (2): 1–3.
https://doi.org/10.1108/SD-11-2019-0222
Published: 15 January 2020
... 2019 Emerald Publishing Limited Licensed re-use rights only Customer satisfaction Brand loyalty Product performance Brand positioning An understanding of the exact relevance of each attribute a brand has. Customer evaluations of brands based on these attributes...
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Journal Articles

The influence of different brand strategies on consumers’ cognitive processes: The effect of differentiation level strategies on the reassessment of the performance-satisfaction-value-intentions relationship

Journal: Strategic Direction
Strategic Direction (2016) 32 (8): 24–26.
https://doi.org/10.1108/SD-05-2016-0072
Published: 08 August 2016
...–intentions relationship. © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Perceived value Customer satisfaction Brand strategy Brand loyalty Brand perception Product performance The article explores how the structural relationship...
View article titled, The influence of different brand strategies on consumers’ cognitive processes: The effect of differentiation level strategies on the reassessment of the performance-satisfaction-value-intentions relationship
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